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In Africa, Experiential Marketing emerged as a stand along marketing discipline in the late 1990’s and 2000’s. Business were on one hand seeing the cut through of their traditional marketing approaches diminish and on the other

hand coming to appreciate the effectiveness of Experiential and seeing their Brands as customer experiences.

Today in Africa, we have good number of agencies that were able to translate their Brand into full blown experience that accurately represented and manifested the Brand personality. Africa Brand Congress will present an Experiential Marketing Summit (EXMAS) is designed to give a broad overview of Experiential marketing it specific role in the marketing Mix and how it can be used to achieve marketing.